Michael Guenoun has been the CEO of Baume & Mercier for two years and is currently steering one of Swiss watchmaking’s most storied Maisons toward its monumental bicentennial in 2030. He backs this mandate with a wealth of experience at Cartier and the Richemont Group, shaping high-end retail across Australia, Europe, and Asia. Now, at the helm of the House of Baume & Mercier, Mr. Guenoun is mastering balance between design, craftsmanship, and innovation. Luxurylaunches exclusively got a glimpse into the past, present, and future of Baume & Mercier.
Luxurylaunches: Let’s start with your journey. You joined Baume & Mercier in 2024. How did your journey into luxury begin, and what drew you to the world of horology?
Michael Guenoun: While my academic roots are in psychology, my career path has taken an entirely different direction. I had an opportunity back in Australia to join Cartier, and my journey within the luxury world began over 20 years ago. I have always been fascinated and passionate about this industry, the way it drives emotion, celebrates life’s moments, and creates strong bonds between people.
Now, after more than two decades in luxury, my passion remains. More recently, as the CEO of Baume & Mercier, I have the privilege of leading a Maison with close to 200 years of rich heritage and know-how. It is truly fascinating, and this is what keeps me excited to continue my journey in the luxury world.
Do you remember the very first luxury timepiece that you owned, and what it meant to you at the time?
I could say that it was a Baume & Mercier, but that would not be true! To be authentic, my first luxury watch was a Cartier.
Luxurylaunches: Baume & Mercier is renowned for the artistic balance of shape and proportion. When you look at the physical craft, from the micro-mechanics to the case architecture, which element interests you the most?
Michael Guenoun: At Baume & Mercier, everything we do is about balance, between aesthetics and the watchmaking world, men and women, shapes and materials. This balance is one of the reasons for our success. Time itself requires balance in life, and this perfectly reflects the brand.
I am equally fascinated by the craft and design as I am by the mechanical movement. The best symbol of this is the watch I am wearing today, the Clifton Perpetual Calendar with a Baumatic movement and a blue gradient dial. It is a combination of a very distinctive design, featuring a moonphase, and a highly complicated movement. The Baumatic is our in-house movement, designed and engineered by Baume & Mercier, featuring a five-day power reserve. This perpetual calendar perfectly balances strong watchmaking elements with exceptional design.
Having spent nearly two decades in leadership at Cartier, what is the biggest takeaway that has shaped your leadership here at Baume & Mercier?
When leading a heritage Maison, it is essential to respect and perpetuate the tradition and mechanical know-how while also continuing to innovate. Baume & Mercier boasts close to 200 years of very rich heritage. This authenticity is fascinating but comes with responsibility. Baume & Mercier is known for the highest quality in watchmaking, and maintaining this standard must be perpetuated. This responsibility, coupled with excitement, drives me to continue this journey.
In 2030, Baume & Mercier will celebrate its 200th anniversary. What is the one defining quality that will keep collectors returning to the Maison generation after generation?
It is all about confidence in the product and its authenticity. In today’s fast-paced world, products often don’t last long; we consume things very quickly. We are in a totally opposite industry. We make watches that can be repaired for life. It is one of our key statements, not many watchmaking brands can promise to repair any of their watches, regardless of age.
We know how attached people are to their watches. They usually acquire them for a particular moment or inherit them across generations. I regularly meet clients who are absolutely determined to repair their watches because of the emotion behind them, not just the product itself.
This world of watchmaking stands in opposition to the fast-paced world of technology; it operates on a different timeframe. Everything takes time, sometimes frustratingly so, but it is built on respect, attention to detail, perfection, and quality.
As CEO, what is your vision for balancing rich historical archives with contemporary watchmaking innovations?
I will use a recent example from the Watches and Wonders exhibition in Geneva. We launched a new ladies’ collection called Joia. It was inspired by models launched in the 1960s and 1980s. We took those archival timepieces and brought modernity to the design.
That’s what I’ve observed with the Riviera as well, especially for the ladies. It’s an interesting mix of elements and design. Given your experience, which watch trend do you believe will truly stand the test of time and not just be a passing fad?
We strongly believe that the ladies’ watch segment, specifically jewelry and bijou watches, is a very important trend that will be key to the evolution of watchmaking. Currently, we are seeing a trend toward smaller dials. The watchmaking world continues to bring incredible innovation to manual and automatic movements, constantly challenging itself. This fascinates our clients, and it is a trend that will endure.
Across the Maison’s pillars, the Riviera, Classima, and Hampton, which collection do you think speaks the most to Gen Z and digital-first customers?
A huge advantage for Baume & Mercier is our versatility; we have products that speak to all generations and a large audience. We now have a very strong, distinctive ladies’ collection with the Joia, while we have also successfully transformed the Hampton line. It has been a massive success, especially in India, where we relaunched it as a ladies line with a special bracelet. More importantly, at Baume & Mercier, we do not create things just for an instant trend. We aim for timelessness, pieces that can be transmitted from one generation to the next and still remain relevant across centuries. This is what makes Baume & Mercier so strong.
My last question is the easiest one, what is your all-time favorite timepiece across the history of Baume & Mercier?
Actually, this is the most difficult question! It’s like having children, you love them all, but in different ways. I am passionate about design and watchmaking, so it is extremely difficult to pick a single favorite. What I can say is that today I am wearing the Clifton Perpetual Calendar. I am very attached to this watch because it truly symbolizes the harmony between aesthetics and mechanics, and I love timepieces that successfully balance both arts.
The responses have been edited for length and clarity.